Why People Buy: The Real Reason Features and Benefits Selling DOESN'T WORK

Greg Nanigian

Dec 2020 · Gildan Media · Narrated by Graham Rowat

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Audiobook

3 hr 48 min

Unabridged

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About this audiobook

Learn the secret of what really drives sales—and how to give people what they need so they want to buy from you. Are you a salesperson who has been hearing too many "We'll think it overs", "Get back to mes", and "We'll let you knows"? If so, you're in good company. Author Greg Nanigian has interviewed thousands of chief executives, sales managers, and salespeople, and found that over ninety percent of them have exactly the same problem. Why? Because they've been taught to rely on an ineffective traditional selling process, one that includes features, benefits, and free consulting very early in the discussion. This means they present too soon and leave the customer in control of the relationship. As a result, they don't get beyond a superficial discussion of prospects' interests and problems. They also don't uncover the impact of those problems on prospects' companies or families, don't identify the impact on prospects personally, and don't establish prospects' level of commitment to fixing the problem. The bottom line: they never find out the prospects' true feelings—and feelings are where selling takes place.

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3.0

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About the author

Greg Nanigian founded Greg Nanigian and Associates (GNA) in 1987. GNA conducts sales and sales management training at it's training locations in Massachusetts and throughout the United States. Greg is a highly sought after trainer and is regularly featured as the keynote speaker for many business and professional associations. Graham Rowat is an award-winning narrator who has appeared in numerous television shows and stage productions.

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